Praan:t is a contemporary-ethnic fashion label started by Pune-based designer Monika Chordia in 2016. The label blends modern silhouettes with regional hand-woven materials, to create a chic aesthetic that celebrates our culture in a fresh new way.
An interior designer by profession, Monika Chordia launched her eponymous first label – ‘Monika’ in 2012. As her passion for designing clothes and working with regional artisans grew; the brand developed into what it is today: ‘Praan:t’ under the ‘Monika Chordia’ label, launched in October 2016. Her designs are largely made for women, inspired by a childhood of having watched her mother design and tailor her own clothes.
Through Praan:t, Monika Chordia showcases and preserves Indian traditional weaving and hand-loom techniques – working with artisans across the country to bring trendy Indo-Western wear to the discerning modern woman. Flowy dresses, comfortable tops, kurta sets, pants, and more – each piece is made with individual styling and attention to detail – like box pleating, embroidery, tassels, etc. Praan:t focuses on using traditional materials like Chanderi weave from Madhya Pradesh, Ajrak from Gujarat – but even when more contemporary materials are used, Mrs. Chordia finds a way to incorporate handiwork onto it – through embroidery, or special dyeing processes. Even the block patterns used to hand-print the materials are custom-designed by Mrs. Chordia herself, derived from her own paintings and artworks. There is so much attention to detail with the textiles, that they can take up to 1.5 – 2 months just to produce.
Customised outfits and fittings can be undertaken on request using these same gorgeous materials, as well.
Currently, the Spring/Summer 2018 collection is centred around Kala Cotton from Bhuj – made with all-natural dyes from the region; and Khadi Matka – a khadi-silk chemical-free blend from West Bengal. The day-wear line features warm, natural earth-tones; while the evening-wear celebrates bold colours in form-flattering styles. Pieces from the collection are priced between INR 3,500 to 15,000. The next collection will be a more traditional one, in time for the festive season. Expect to see rich hand-woven lehengas woven in Kota, Rajasthan, which of course are priced higher than the usual Spring/Summer collection.